Report: Nielsen in talks to buy Gracenote

gracenote_logoMarket research company Nielsen is reportedly in advanced talks to buy entertainment metadata firm Gracenote from its parent company Tribune Media.

According to a Variety report, which cites multiple unnamed sources, Nielsen could announce the deal as early this month and pay between US$450 to US$500 million to secure Gracenote.

The report claims that Nielsen is primarily interested in Gracenote’s automatic content recognition technology.

Nielsen, Gracenote and Tribune have not commented on the news.